Ecommerce SEO · CRO
The Ecommerce Growth Case
How commercial SEO, technical fixes, UX, product trust, and lifecycle email helped build a stronger ecommerce growth channel.
Project snapshot
The useful context before the scrolling begins.
- Client
- The Henna Guys
- My role
- SEO Team Lead
- Scope
- Ecommerce SEO, technical SEO, content, CRO, lifecycle email
- Duration
- 18+ months
The brief
Build an organic growth channel that could do more than support paid traffic.
The Henna Guys sells herbal hair and skincare products online. Before the SEO program, acquisition relied heavily on Google and social advertising. I joined as SEO Team Lead to manage the in-house organic team and build a more sustainable route to traffic, customers, and revenue.
The work expanded beyond rankings. It combined commercial SEO, technical fixes, customer education, product trust, UX, and lifecycle email.
The problem
The site had demand. It did not yet have a joined-up organic system.
Weak customer education
Product and editorial content did not fully answer the questions people had before buying natural hair dye and care products.
Commercial pages needed work
Collection pages were not strong enough on mobile, while product, collection, and blog content had become outdated.
Trust signals were limited
Many products relied on mockups rather than real photography, and the review-generation process needed more structure.
SEO and CRO were disconnected
The site needed technical cleanup, clearer architecture, stronger buying-intent clusters, and better conversion paths.
The strategy
Three workstreams, one growth goal.
Researched competitors and topical clusters, then prioritized high-value keywords across bestselling products, collections, and supporting content.
Improved customer education, introduced stronger product photography, and built email flows that encouraged existing buyers to share reviews.
Audited the site, improved collection-page structure and internal pathways, and supported a broader UX redesign around clearer buying journeys.
Evidence 01
Organic demand became a meaningful acquisition channel.
The reporting snapshot shows organic traffic reaching roughly 43,976 monthly visits after sustained growth.
Evidence 02
Keyword coverage grew with the commercial content system.
The site reached approximately 13,505 organic keywords, including 460 Top 3 and 1,199 Top 10 rankings.
New-customer reach
The growth was not only branded demand.
Non-branded terms represented 68.2% of tracked keyword coverage, or roughly 7,620 keywords. That matters because it shows the brand was reaching people who were searching for solutions, not only people who already knew the company.
The outcome
SEO, UX, and lifecycle marketing moved together.
Website and CRO
I coordinated with UX and development teams on a broader redesign that improved navigation, mobile usability, product discovery, and conversion paths. The reported conversion rate reached 3.2%.
Klaviyo and retention
Lifecycle flows and seasonal campaigns generated more than $80,000 in direct email revenue, with the source case study reporting a 20% improvement in campaign effectiveness and a 15% increase in ROI.
This was not a “publish more blogs” project. The result came from connecting search demand, commercial pages, technical SEO, product trust, UX, and retention.